宣传工作的目的在于影响人们的思想意识和行为,而这种影响最根本的,在于影响宣传对象的心理。所谓“宣传接受心理”,是指人们对宣传的反应、认知以及接受与否的一种心理情境。具体地讲,宣传对象的接受行为,一般都会受到以下心理因素的影响: 1、心理定势。它是个体对某种行为做出的一种心理准备,即用已有的认识决定对于新对象的感知。现代心理学研究表明,人们的思维在其行成发展的过程中,受到环境条件等因素的影响,会形成一种相对稳定的心理状态——定势。这种定势一旦形成,就会参与对新事物的认识和评价:与原来的观念、习惯相吻合,就容易接受;反之,就会受到怀疑和排斥。一 The purpose of publicity work is to influence people’s ideology and behavior, and the most fundamental impact of this is the psychological impact of the target audience. The so-called “publicity psychology” refers to people’s response to publicity, awareness and acceptance of a psychological situation. Specifically, the publicity of the object of acceptance, are generally subject to the following psychological factors: 1, psychological set. It is a kind of mental preparation made by an individual for a certain behavior, that is, the existing cognition determines the perception of a new object. Modern psychology research shows that people’s thinking in the process of its development into a row, subject to environmental conditions and other factors, will form a relatively stable state of mind - set. Once established, such gestures are involved in understanding and evaluating new things: they are easily accepted in accordance with the original ideas and habits, and on the contrary, they are subject to suspicion and exclusion. one